Cathay tackles rugby obsession

Cathay Pacific will launch an integrated two-week campaign on Thursday, aimed at capitalising on the popularity of the Hong Kong Sevens, which kicks off next week. <BR><BR> Titled 'Got rugby on your mind?', the McCann Erickson-created TV spot features athletes playing a range of different sports, all using a rugby ball. The campaign also includes print, outdoor, ambient and online. <BR><BR> "The objective is to create as much buzz as quickly as possible for Cathay and the Sevens," said Vince Viola, McCann Erickson senior VP Asia Pacific, and managing director of the Cathay Pacific Central Team. <BR><BR> The TV is scheduled to break later this week, with the supporting channels to follow in the week leading up to the competition.